1.
COMMUNICATION
Culture + Patrimony +
Gamification
Alberto Signoretti

2.
First of All… A little game
❏ Playing a memory game…
❏ There are several signs hidden in the slides…
❏ Colors, shapes, words…
❏ A lot of things…
❏ Find the hidden signals during the presentation…
❏ What means: PAY ATTENTION!! Don’t be the “suricato”!!!
❏ When you see the chart “It’s time to play”…
❏ Use your smartphone or computer and go to the game page…
❏ Play the game…
❏ The best score with the short time wins the PRIZE!!!
❏ Let’s try a gamification for this presentation

3.
First of All… A little game
❏ Let’s try a gamification for this presentation
Wellcome to a “Culture & Gamification” journey

4.
First of All… A bunch of “tricky” WORDS
Culture
Patrimony
Gamification
Communication
Novas
Tecnologias da
Comunicação
Design

5.
First of All… A bunch of “tricky” WORDS
❏ Cultura e Patrimônio › Paco’s code: 47059
❏ Cultura e identidade enquanto problemas epistemológico, hermenêutico e comunicacional dos
Estudos Culturais
❏ Cultura, Patrimônio e Indústrias Culturais e Criativas
❏ Cultura, Patrimônio, Lazer/Ócio e TIC
❏ Everything is connected… is the theory and methodology of text
interpretation, especially the
interpretation of biblical texts, wisdom
literature, and philosophical texts
is a term first used by the Scottish
philosopher James Frederick Ferrier
to describe the branch of philosophy
concerned with the nature and scope
of knowledge.
is the study of the general and
fundamental nature of reality,
existence, knowledge, values,
reason, mind, and language

6.
First of All… A bunch of “tricky” WORDS
Culture
Patrimony
Gamification
Communication
“That complex whole which includes knowledge, belief, art, morals, law, custom and
any other capabilities and habits acquired by man as a member of society” - E.B.
Tylor
“Objects possessing continuing cultural, traditional, or historical importance to
the heritage of a group, particularly those considered inalienable by the group as of
the time the objects had been separated from the group or from the historical
setting of the objects.” – Your Dictionary
Later…
“… is the purposeful activity of information exchange between two or
more participants in order to convey or receive the
intended meanings through a shared system of signs and semiotic rules”

7.
First of All… “Tricky” Expressions
Play is a condition of the generation
of culture!
Games is a form of Cultural
Expression and Art!
Play is different of Gaming!
• Homo Ludens - Johan Huizinga
• Video games are a legitimate form of cultural expression…
right? – Gamasutra
• Video games as an art form - Wikipedia
• Game vs. Play – Discursive Learning
• Playing and Gaming Reflections and Classifications -
Gamestudies

8.
First of All… Perception
❏ What is the human perception?
❏ The process or state of being aware of something
❏ Insight or knowledge gained by thinking
❏ The capacity for such insight or knowledge
❏ …
❏ Why we see things different?
❏ Why girls always know when the boys lie?
❏ Why girls see salmon and the boys see beige?
❏ …
❏ What the “tricky” words have to do with perception?
❏ Everything!!!

9.
First of All… Perception
❏ Pareidolia…
❏ We see what we want to see…
❏ Angry Birds
❏ Cars
❏ We hear what we want to hear…
❏ We understand what we want to understand…
❏ Everything is about perception…

10.
First of All… Perception
❏ Semiotics…
❏ Semiótica da Comunicação › Paco’s code: 47235
❏ Ter uma noção geral da semiótica da comunicação enquanto disciplina histórica e enquanto área
de investigação transdisciplinar e contemporânea.
❏ Compreender em detalhe os conceitos teóricos fundamentais e os principais mecanismos inerentes
aos processos sócio-culturais de comunicação e de significação. Ligar os tópicos sócio-semióticos à
antropologia, a linguística, o marketing.
❏ Tomar contacto e interpretar criticamente autores e textos canônicos da semiótica.
❏ Analisar objetos e formas de comunicação específicos, identificando e aplicando os métodos
semióticos mais adequados para cada situação.
❏ Everything is about perception…

11.
First of All… Perception
❏ For whom we create things?
❏ For USERS!!!
❏ What really matters?
❏ The perception of the USER!!!
❏ What we can consider as a baseline?
❏ Give to others the same you want to receive!!!

12.
Perception & Culture
❏ What WE are??

13.
Gamification… First of All…
❏ We will talk about Gamification:
❏ Before the “Bullshit Era” ! Ian Bogost, 2011
❏ After the “Bullshit Era” ! Janet H. Murray, 2013
Hope!

14.
Gamification - Origins
❏ “Gamification” as a term originated in the digital media industry.
❏ The first documented use dates back to 2008
❏ The term did not see widespread adoption before the second half of 2010
❏ The same as:
❏ “productivity games”
❏ “surveillance entertainment”
❏ “funware”
❏ “playful design”
❏ “behavioral games”
❏ “game layer”
❏ “applied gaming”
❏ “exploitationware” (The “bullshit” definition)…

15.
Gamification - Definitions
❏ “The adoption of game technology and game design methods outside of
the games industry”
❏ “The process of using game thinking and game mechanics to solve
problems and engage users”
❏ “Integrating game dynamics into your site, service, community, content or
campaign, in order to drive participation”
“Gamification” is the use of game design elements
in non-game contexts

16.
Gamification – What is not!
❏ A Product… It is a PROCESS!
❏ Only the use of badges, points or leaderboards…
❏ Everything is a game…
❏ The fix for a bad product…
❏ …

17.
Why Games?
❏ There is something MAGICAL about games!
❏ They contain special POWER:
❏ Power to captivate us and draw us in,
❏ Power to encourage us to repeat things we've seemingly done before,
❏ Power to get us to spend money on things that seem not to exist,
❏ Power to get us to solve unnecessary complex problems repeatedly,
❏ Power to get us incredibly persistent,
❏ Power to get us ENGAGED,
❏ And so forth….
❏ Pervasive games (augmented reality, geolocation, other sensors…)
❏ Wearable technologies

18.
Why Games?
By Jane McGonigal

19.
Why Games?
By Jane McGonigal

20.
Why Games?
We want these kind of
REACTION!!!
By Jane McGonigal

21.
Gamification
By Jane McGonigal

22.
The Gamification’s Flow
Persuasive
& Behavior
Design
Engagement User’s Types Motivation
Personality
Types
MBTI
Traits
FFM
iHOBO
BrainHex
Bartle
Conditioning
FBM
FLOW
Choice Paradox
P.E.R.M.A.
DRIVE
Habit
4 Key 2 Fun
HOOK
B. Economics
Emotions
EkmanOCC
Fun Activity
PSI – Dörner
M.D.A.
U.C.D.E.
MDA: Mechanics, Dynamics & Aesthetics
UCDE: User Centered Development & Evaluation
Gamification Design

23.
❏ Fogg Behavior Model (FBM – Motivation, Ability & Trigger) – by B. J. Fogg
❏ Conditioning (Reinforcement) – by Skinner
❏ Flow: an optimal state of intrinsic motivation – by M. Csikszentmihalyi
❏ The paradox of choice (Less is more) – by Schawrz (tyranny of choice)
The Engagement/Motivation Science

24.
The Engagement/Motivation Science
❏ Fogg Behavior Model (FBM) – by B. J. Fogg
Motivation, Ability, Trigger
❏ Conditioning – by Skinner
Reinforcement
❏ Flow – An optimal state of intrinsic motivation – by M. Csikszentmihalyi
An optimal state of intrinsic motivation
❏ The Paradox of Choice – by Schawrz
Less is More, Tyranny of choice
❏ P.E.R.M.A. – Positive Phycology – by Martin Seligman
Positive Emotions, Engagement/Flow, Relationships, Meaning, Accomplishment
❏ HOOK Model – by Nir Eyal
Trigger, Action, Reward, Action
❏ DRIVE Model – by Daniel H. Pink
Autonomy, Mastery, Purpose (Designing, Story, Symphony, Empathy, Play, Meaning)
❏ The Power of Habit – by Charles Duhigg
Cue (Trigger), Routine, Reward
❏ 4 Key for Fun – by Nicole Lazzaro
Easy Fun (Novelty), Hard Fun (Challenge), People Fun (Friendship), Serious Fun(Meaning)
❏ Behavioral Economy
❏ Natural Fun Activity – Noah Falstein
❏ PSI Model – D. Dörner
❏ MDA – Mechanics, Dynamics & Aesthetics

25.
MDA Framework
Game Artifact
is
User Behavior
Creates
Built by Interaction
Mechanics Dynamics
Rise
Aesthetic Experience
Leads to
Emotional / “Fun”Game Play / SystemRules
First Level of Design Second Level of Design
Designer
Player
Experience Driven Design
Feature Driven Design
Consumes
Creates

26.
The Engagement Science
Engagement changes during a player’s lifecycle
Amy Jo KIM

27.
The Engagement Science
Amy Jo KIM
Positive Emotion
Fun / Delight / Trust / Pride / Curious
Newbie
Onboarding
(social) Call to Action
Customize / Share / Help / Compete
Player (re)Engagement
Task / Mission / Game / Quiz / Gift
Visible Progress
Stats / Challenges / Awards / Messages

28.
Design: Attention!

29.
Killers Achievers
Socializers
Explorers
Design: Players Type (MMO)
❏ Bartle’s mud Player Types – 1996 (Richard Bartle)
❏ Achievers are interested in doing things to the game,
ie. in ACTING on the WORLD
❏ They are proud of their formal status in the game's built-in level
hierarchy, and of how short a time they took to reach it
❏ Explorers are interested in having the game surprise
them, ie. in INTERACTING with the WORLD
❏ They are proud of their knowledge of the game's finer points,
especially if new players treat them as founts of all knowledge
❏ Socialisers are interested in INTERACTING with other
PLAYERS
❏ They are proud of their friendships, their contacts and their
influence
❏ Killers are interested in doing things to people, ie. in
ACTING on other PLAYERS
❏ They are proud of their reputation and of their oft-practiced
fighting skills

30.
Design as a Game Designer
Dynamics Mechanics
Aesthetics
Player
Journey

31.
LevelsPoints
Leaderboards
Badges
Missions
Mechanics
Virtual
Goods
Fun
Delight
Envy Pride
Aesthetics
Surprise
Satisfaction
Trust
Connection
Curiosity
Progressive
Unlocks
Appointments
Dynamics
Dynamic
Systems
Reward
Schedules
Pacing
Design as a Game Designer
Player
Journey

32.
Design for Fun and Learning
❏ 3 Fs (Zichermann): Friends, Feedback & Fun
❏ Meaningful environment
❏ Learning is the drug. Fun arises out of mastery (Amy Jo KiM)
❏ FUN?… Back to PERCEPTION!!!
❏ Why fun matters: in search of emergent playful experiences by Sonia Fizek
❏ Rethinking Gamification

33.
Desing for Fun and Learning
❏ The best rules… (by J. P. Rangaswami)
❏ Clear GOALS to increase engagement and creativity
❏ Ability matched to levels
❏ Feedback to increase concentration, Flow and the way to mastery
❏ People like BOND communicating and creating communities
❏ Trust ! Bond !Share

34.
Examples – Behavior Change
PleaseCycle

35.
Examples – Behavior Change

36.
T4A Project

37.
Making a game: How complicate it could be?
❏ G1 Test & Interview
❏ Launch Cinematic
❏ Official Page
❏ Just for curiosity…

38.
Communication… The basis of life
❏ If you have 14 minutes… Think about it…
Martin Pistorius at TED
august 2015

39.
GAMIFICATION
❏ It’s time to PLAY!
❏ Use your smartphone or computer and go to the game page…
❏ URL: TRIP4ALL.AZUREWEBSITES.NET
❏ Wait to start…
❏ Play the game…
❏ Good luck…
❏ The best score with the short time wins the PRIZE!!!

40.
Thanks!
Contact:
Email: alberto.signoretti@ua.pt
Web: http://albertosignoretti.weebly.com/
GAMIFICATION